SERVICE DIFFERENTIATION AND CUSTOMER PATRONAGE IN THE HOSPITALITY INDUSTRY IN NIGERIA

Authors

  • Dr. Anucha Victor Chima

Keywords:

Service differentiation, quality differentiation, price differentiation, customer patronage, patronage intention, repeat patronage.

Abstract

This study examined the relationship between service differentiation and customer patronage in the hospitality industry in Nigeria. The study employed the descriptive survey research design. Data were collected from 154 customers of ten selected hotels in Port Harcourt. A structured questionnaire was used as the main instrument for data collection. The data collected were analyzed statistically while the hypotheses were tested using the Spearman Rank Order Correlation Coefficient (rho). The SPSS 21.0 version was used to correlate the data on the study variables. The findings revealed that there is significant relationship between quality differentiation and customer patronage intention of hospitality organizations. The study also found a significant relationship between quality differentiation and repeat patronage of hospitality organizations. A significant relationship was equally reported between price differentiation and customer patronage intention of hospitality organizations. The study also discovered a significant relationship between price differentiation and repeat patronage of hospitality organizations. From the findings, it was concluded that service differentiation and customer patronage in the hospitality industry. Based on the conclusion, it was recommended that hotel businesses should provide high quality services to their customers as it would increase customer patronage.

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Published

2023-02-19

How to Cite

Victor Chima, D. A. (2023). SERVICE DIFFERENTIATION AND CUSTOMER PATRONAGE IN THE HOSPITALITY INDUSTRY IN NIGERIA. BW Academic Journal, 11. Retrieved from https://bwjournal.org/index.php/bsjournal/article/view/1126